FACULTY OF COMMUNICATION
Department of Public Relations and Advertising
PRA 485 | Course Introduction and Application Information
| Course Name |
Communication Agency I
|
|
Code
|
Semester
|
Theory
(hour/week) |
Application/Lab
(hour/week) |
Local Credits
|
ECTS
|
|
PRA 485
|
Fall/Spring
|
4
|
8
|
6
|
9
|
| Prerequisites |
|
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| Course Language |
English
|
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| Course Type |
Elective
|
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| Course Level |
First Cycle
|
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| Mode of Delivery | face to face | |||||||||||||||||
| Teaching Methods and Techniques of the Course | DiscussionGroup WorkProblem SolvingCase StudyQ&ACritical feedbackSimulationApplication: Experiment / Laboratory / Workshop | |||||||||||||||||
| Course Coordinator | ||||||||||||||||||
| Course Lecturer(s) | ||||||||||||||||||
| Assistant(s) | - | |||||||||||||||||
| Course Objectives | Enabling students of PR & Advertising, Visual Communication Design, Cinema & Digital Media practice their theoretical knowledge; know about the processes in communication agencies before looking for work in such agencies; to have a work portfolio that’ll be a significant reference in job interviews. |
| Learning Outcomes |
The students who succeeded in this course;
|
| Course Description | A real-time simulation of a marcom agency (an original 4th different than 3 known student-run agency models in the world) to give 4th year students the equivalent of 1-year work experience in a real-life agency, preparing them for work in such agencies with a significantly higher advantage of entry level employment. |
|
|
Core Courses | |
| Major Area Courses |
X
|
|
| Supportive Courses | ||
| Media and Management Skills Courses | ||
| Transferable Skill Courses |
WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES
| Week | Subjects | Related Preparation |
| 1 | General introduction to the procedures of the agency; Mission and Vision explained; initial orientation to the workflow and the various forms | |
| 2 | Designation of groups | Kelley, L. D., & Jugenheimer, D. W. (2006). Advertising account planning: a practical guide. New York, NY: ME Sharpe. Chapter 1, page 3-12 |
| 3 | Initial meetings with Clients, briefings start | Kelley, L. D., & Jugenheimer, D. W. (2006). Advertising account planning: a practical guide. New York, NY: ME Sharpe. Chapter 3, page 25-36 |
| 4 | De-briefing work starts | Kelley, L. D., & Jugenheimer, D. W. (2006). Advertising account planning: a practical guide. New York, NY: ME Sharpe. Chapter 8, pp 90-100 |
| 5 | Intra agency work starts: Strategic planning, group and total agency creative work; sessions with the Creative Director, Client Service Director, Sr Art Director. | Butterfield, Leslie. Excellence in advertising. Routledge, 2009 chapter 4, pp 63-82 |
| 6 | Work with the Directors - continued | Butterfield, Leslie. Excellence in advertising. Routledge, 2009 chapter 8, pp 161-177 |
| 7 | Preparation of the presentations, rehersals | David Ogilvy, Ogilvy on Advertising, Vintage, NY, 1985 Chapter 2, pp 9-31 |
| 8 | Presentations to Clients - start | |
| 9 | Approvals obtained: Either production or revision work start | In-class work |
| 10 | New Clients, new briefing start | David Ogilvy, Ogilvy on Advertising, Vintage, NY, 1985 CH 4 PAGE 45-57 |
| 11 | De-briefing for new Clients | In-class work |
| 12 | Strategic planning, group and total agency creative work; sessions with the Creative Director, Client Service Director, Sr Art Director. | Pete Barry, The Advertising Concept Book – A Complete Guide to Creative Ideas, Strategies |
| 13 | Preperation of presentations, rehearsals | Butterfield, Leslie. Excellence in advertising. Routledge, 2009 chapter 11, 215-230 |
| 14 | Final presentations | |
| 15 | Review of the semester | |
| 16 | Review of the semester |
| Course Notes/Textbooks | |
| Suggested Readings/Materials | Alan Krieff, How to start and run your own advertising agency, McGraw-Hill, NY, 1993. ISBN-13 : 978-0070352193. Mahon, N. (2010). Basics Advertising 02: Art Direction (Vol. 2). Bloomsbury Publishing. ISBN 978-2-940411-21-4 Herbert S Gardner, The Advertising Agency Business, Crain, Chicago, 1976. ISBN-13 : 978-0844231679 Nancy Vonk, Janet Kestin, Pick Me – Breaking into Advertising and Staying There, Wiley, Hoboken NJ, 2001. ISBN-13 : 978-0471715573. Alaistair Crompton, The Copywriter’s Bible – How 32 of the World’s Best Copywriters Write their Copy, D&AD, Howe UK, 2000 ISBN-13: 978-2880465933 Jon Steel, Perfect Pitch – The Art of Selling Ideas and Winning New Business, Wiley, NY, 2007. ISBN-13 : 978-0471789765. Pete Barry, The Advertising Concept Book – A Complete Guide to Creative Ideas, Strategies, Thames & Hudson, London UK, 2008. ISBN-13 : 978-0500290316. David Ogilvy, Ogilvy on Advertising, Vintage, NY, 1985. ISBN-13 : 978-0394729039. David Rutherford, Excellence in Brand Communication - ICA Guide to Best Practice, Toronto, 2003 ISBN 13: 9780969788195 Young, M. (2018). Ogilvy on advertising in the digital age. Bloomsbury Publishing USA.ISBN: 9781635571479 |
EVALUATION SYSTEM
| Semester Activities | Number | Weigthing |
| Participation |
1
|
10
|
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments |
1
|
20
|
| Presentation / Jury |
2
|
20
|
| Project |
2
|
50
|
| Seminar / Workshop | ||
| Oral Exams | ||
| Midterm | ||
| Final Exam | ||
| Total |
| Weighting of Semester Activities on the Final Grade |
4
|
65
|
| Weighting of End-of-Semester Activities on the Final Grade |
2
|
35
|
| Total |
ECTS / WORKLOAD TABLE
| Semester Activities | Number | Duration (Hours) | Workload |
|---|---|---|---|
| Theoretical Course Hours (Including exam week: 16 x total hours) |
16
|
4
|
64
|
| Laboratory / Application Hours (Including exam week: '.16.' x total hours) |
16
|
8
|
128
|
| Study Hours Out of Class |
8
|
1
|
8
|
| Field Work |
0
|
||
| Quizzes / Studio Critiques |
0
|
||
| Portfolio |
0
|
||
| Homework / Assignments |
2
|
8
|
16
|
| Presentation / Jury |
2
|
8
|
16
|
| Project |
2
|
19
|
38
|
| Seminar / Workshop |
0
|
||
| Oral Exam |
0
|
||
| Midterms |
0
|
||
| Final Exam |
0
|
||
| Total |
270
|
COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP
|
#
|
Program Competencies/Outcomes |
* Contribution Level
|
||||
|
1
|
2
|
3
|
4
|
5
|
||
| 1 | To be able to critically interpret theories, concepts, methods, instruments and ideas that form the basis of Public Relations and Advertising field. |
X | ||||
| 2 | To be able to collect and use necessary data to produce content in the field of Public Relations and Advertising with scientific methods. |
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| 3 | To be able to use theoretical knowledge gained in the field of Public Relations and Advertising in practice. |
X | ||||
| 4 | To be able to use analytical thinking skills in the field of Public Relations and Advertising. |
X | ||||
| 5 | To be able to convey creative ideas and solution suggestions supported by scientific data in written and oral form to stakeholders. |
X | ||||
| 6 | To be able to take responsibility as individual and group members to solve problems encountered in the practice of Public Relations and Advertising field. |
X | ||||
| 7 | To be able to develop solutions that favor public good and raise awareness by having knowledge about regional, national and global issues and problems. |
X | ||||
| 8 | To be able to relate the basic knowledge of other disciplines supporting the field of Public Relations and Advertising with his/her own field of expertise. |
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| 9 | To be able to use the knowledge, skills and competencies acquired by following regulations, innovations, changes, current developments, and occupational health and safety practices closely in the field of Public Relations and Advertising; in a lifelong manner and for individual and social purposes. |
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| 10 | To be able to collect, interpret and share data by considering social, scientific and professional ethical values in the field of Public Relations and Advertising. |
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| 11 | To be able to collect data in the areas of Public Relations and Advertising and communicate with colleagues in a foreign language ("European Language Portfolio Global Scale", Level B1) |
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| 12 | To be able to speak a second foreign at a medium level of fluency efficiently. |
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| 13 | To be able to relate the knowledge accumulated throughout the human history to their field of expertise. |
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*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
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